Excel for Marketing: Campaign Tracking, Budgets, and Analytics

Campaign Performance Tracking

Essential campaign metrics to track:

• Campaign name and channel (email, paid, social)
• Start and end dates
• Budget (planned and actual spend)
• Impressions, clicks, conversions
• Revenue attributed

Key Marketing Calculations

Click-through rate: =Clicks/Impressions

Conversion rate: =Conversions/Clicks

Cost per click: =Spend/Clicks

Cost per acquisition: =Spend/Conversions

ROI: =(Revenue-Spend)/Spend

Budget Management

Track budget vs. actual by channel:

=SUMIFS(Spend, Channel, “Paid Search”, Month, “January”)

Variance: =Actual-Budget (or =(Actual-Budget)/Budget for percentage)

Conditional format variance columns — green for under budget, red for over.

Content Calendar

Build a content calendar with:

• Publish date and time
• Content type (blog, video, social post)
• Channel/platform
• Owner/author
• Status (draft, review, scheduled, published)
• Topic/campaign association

Use data validation dropdowns for status and channel fields.

Multi-Touch Attribution

Simple attribution models in Excel:

• First touch: 100% credit to first touchpoint
• Last touch: 100% credit to last touchpoint
• Linear: Equal credit to all touchpoints
• Time decay: More credit to recent touchpoints

For linear: =ConversionValue/COUNTIF(ConversionID, ThisConversion)

A/B Test Analysis

Calculate statistical significance with:

• Sample sizes for both variations
• Conversion rates for each
• Z-score calculation for comparison

Excel doesn't have built-in A/B test functions, but you can use NORM.S.DIST to calculate p-values from your z-score.

Official Resources

• SUMPRODUCT function — complex conditional calculations
• Running totals — cumulative metrics